Malmgren, Therese

Abstract [en]

When we define something as real it will also have real consequences. Media society is developing rapidly; the media’s more central role in our society means that their interpretations and portrayals of the world will have a greater impact on how we look at ourselves and our society.

When Swedish Princess Estelle was born in February 2012 she was the first Swedish heir to be been born in what is known as “the computer age”. This paper aims to examine the reporting of the birth of Princess Estelle and how it was conducted by Swedish news sites, from an ideological perspective. The study is based on qualitative method with ideational analysis and Norman Fairclough’s critical discourse analysis.

In conclusion, the news sites portray a positive image of Princess Estelle’s birth and the Swedish monarchy and strengthen the status of the Crown Princess family. The birth is described as a joyful event that unites the royal family with the Swedish people and strengthens the nation. The Crown Princess family is portrayed in three different ways: they have a strong family unit, they are popular and authentic and is attributed to stardom. The news sites avoid political debate: Princess Estelle is attributed to a defenseless role which means she cannot be subject for criticism. Instead of discussing the meaning of her birth for the political community, the sites focus on the royalties as private individuals which gives the reader the sense of togetherness that helps construct the feeling of solidarity within the nation.